It is expected that SMS Marketing will grows in the UK, and will play a major role in diversifying marketing and revenue streams. A recent survey by Attentive reveals that 90% of UK residents are interested in SMS marketing by brands. In the latest blog from Relativity, the business technology specialists based in East Sussex, we look at what SMS marketing is, the difference between SMS and MMS as well as apps such as WhatsApp and iMessage and the benefits SMS can bring to your business.

What is SMS marketing?

Short Message Marketing (SMS) was developed in the 1980s and is one of the oldest texting technologies. It uses text messages to create relationships and fulfil customer requirements. Respectful and compliant texts are sent by marketers to their target audience. Their aim is to drive leads and promote interest in services and products. You might be asking, so what’s the difference between a ‘text’ message and a ‘SMS text’ message? The latter contains only text with no pictures or videos and is limited to 160 characters.

What is the difference between SMS and MMS?

Multimedia Messaging Service (MMS) sends messages that include multimedia content. The easiest  way to define the difference is that SMS refers to text messages, while MMS refers to messages with a picture or video.

How are iMessage and WhatsApp different to SMS messages? 

WhatsApp, iMessage, Facebook Messenger and WeChat are messaging applications, also known as ‘Over The Top’ (OTT) applications. They rely on the internet so a cellular network isn’t required. To send messages via these apps, the receiver of the message has to have the appropriate app downloaded on their phone. All iPhones have iMessage and your message will default to an iMessage if the recipient is using an iPhone. However, if the receiver doesn’t have an iPhone, your iPhone will default to SMS, which is seen as a green bubble on your iPhone as opposed to a blue bubble.

Benefits of SMS Marketing

  • High engagement rates
  • Higher conversion rates
  • Overall cost efficiency
  • More personal than other marketing channels
  • Promote stronger customer relationships
  • More privacy for the recipient

How does SMS Work?

Ultimately like sending an email, you are trying to sell to your clients. But as with all marketing, you are trying to create brand awareness and thus build loyalty and educate your clients. You own the marketing channel and have full control over the list of numbers and the distribution. Depending on your goals, you can send one-to-one messages or one-to-many messages. As always, you must ensure that you remain compliant in capturing consent from your clients. If you are unsure about how the new UK-GDPR laws affect you, stay tuned as we will be giving you more information about that next time.

Different types of SMS Marketing campaigns

  • New product announcements
  • Special offers (discounts, free postage etc.)
  • Exclusive offers for subscribers
  • Loyalty programmes 
  • One-off sales
  • Competitions – text to win
  • Reminders of upcoming appointments

How can Relativity help your business with Short Message Marketing?

In short, with SMS Marketing, you can reach your clients wherever they are. There are SMS solutions designed to target audience members based on their location, interests, or purchasing potential. With high engagement rates, SMS is showing no signs of slowing. If you feel your business would benefit, please get in touch with Relativity on +44 1825 280123.